Never ad it so good

Tablet videos triumph as Brits top viewing poll

MORE British consumers are addicted to tablets, according to a digital marketing survey of trans-Atlantic viewer behaviour.

Tablet penetration figures reveal that Brits are 20 per cent less likely than Americans to watch advertisements on a laptop or desktop, opting for their mobile devices instead.

Data from advertising technology company Freewheel shows that Brits consumed 17 per cent of their video ads via a tablet device in the first quarter of 2014, compared to just seven per cent of Americans.

And tablet use in the UK remains on an upward trajectory according to emarketer.com. The website estimates 41 per cent of the population will be tablet users this year, and the total will reach 58 per cent by 2018.

These aren’t the only surveys to crown Brits as the most tech-savvy TV and video consumers.

According to February 2014 polling by Ipsos OTX and Ipsos Global @dvisor, 25 per cent of UK internet users typically watch TV via on-demand services, a proportion well above most other European nations. Viewing via mobile stream was cited by 12 per cent of respondents – a figure only matched by the Swedes.